A brand rooted in heritage, passion and unyielding commitment, Dania Istaitie is the Palestinian Arab female founder behind ACTIVEIST.
An athleisure brand that’s ethically and sustainably made, ACTIVEIST is more than a conscious brand for the associate-buyer-turned CEO. “It’s an extension of who I am,” the devoted founder explains, as she continues to build a brand that centres community and adding value to the world.
As part of GRAZIA’s Career Edit, Istaitie takes us through what fuelled her drive behind her brand. From her foundation of female-led creativity to her multicultural upbringing in the UAE. She shares the intimate moments that made her into the trailblazing leader she is today.
My current role is…
DI: I am currently the Founder and CEO of ACTIVEIST. This role is more than just a title for me; it’s a profound connection to a brand that mirrors my values and aspirations so deeply. I have the opportunity to embed my passion for inclusivity, sustainability, and movement into every aspect of the brand. ACTIVEIST is an extension of who I am, it allows me to go further than lead a business. I can cultivate a community and ignite a movement that reshapes the core essence of fashion. This journey is deeply personal to me. I am wholeheartedly committed to steering ACTIVEIST towards a future where fashion becomes a compelling catalyst for positive.
When I was younger, I wanted to be…
DI: When I was younger, I aspired to pursue a career as a fashion designer, influenced by the shared passion for fashion that my mother and grandmother had instilled in me.
My favourite subject at school was…
DI: My favourite subjects in school were Business and Psychology.
My first job was…
DI: My first job was in the fashion industry. I was an Associate Buyer handling Womenswear Designer Brands for department stores (Harvey Nichols, Bloomingdales) and the e-commerce store Ounass across the GCC markets. Working intimately with renowned brands, like Gucci, Balenciaga and Fendi, my responsibilities extended to managing relationships with a range of vendors. In addition to carefully curating selections for specific stores.
My career path so far has been…
DI: My professional journey has been deeply rooted in the fashion industry, predominantly within the luxury fashion sector. I’ve had the privilege of working with large renowned companies in the UAE, including Al Futtaim and Al Tayer Group, where I closely engaged with renowned fashion brands, gaining substantial exposure. While I briefly ventured into the tech realm with a role at Amazon, my inclination always gravitated towards entrepreneurship. Fueled by my passions and a deep sense of purpose, I took the plunge and launched ACTIVEIST in July 2023, a venture that represents all that I deeply care about.
The role the UAE has played in my career is…
DI: The role the UAE has played in my career is profound. Having relocated here at the age of 10 in 2004, I witnessed the transformation of the country. It went from a desert landscape to the remarkable country it is today. Proud to call the UAE my home, this dynamic environment has been crucial in shaping the person I am today. The UAE has significantly elevated my career by providing extensive exposure, immersing me in a multicultural setting. This environment has also consistently challenged me to innovate and excel. It has become a philosophy that aligns seamlessly with the core values of my business, which is also focused on constant improvement and innovation. Launching my business in the UAE is a testament to our identity as a homegrown brand. There’s nowhere else I would have wanted to start this journey. As a Palestinian Arab female founder, being situated in the Arab world provides me with a unique platform to instigate meaningful change.
The story of ACTIVEIST is…
DI: ACTIVEIST is a brand born out of deep commitment to creating a better world by challenging conventional fashion industry principles. With Palestinian roots, I always envisioned ACTIVEIST as a fusion of fashion, movement, and environmental responsibility. My personal journey led me to transition from a corporate career in luxury fashion to establishing a brand focused on crafting seasonless, durable and sustainable activewear. At the core of ACTIVEIST lies inclusivity and creating a community that values both people and the planet. For two years, I dedicated myself to an extensive search for the best suppliers who could bring my vision to life. This pursuit of excellence ultimately led us to Portugal, where I found the perfect partners to turn my dream into reality. More than just crafting beautiful garments, ACTIVEIST is my way of inspiring a global community. I am dedicated to supporting and uplifting women while advocating for a cleaner, more inclusive world.
I was inspired to enter into the fashion & wellness space because…
DI: The fusion of fashion and wellness space holds a deeply personal significance for me. It is the two elements that have always represented my identity. Prioritising my mental health and overall well-being has been a constant in my life. The profound understanding of the impact that clothing has on one’s emotions and self-perception led me to envision my brand. It not only mirrors my values, but also encourages individuals, irrespective of their background, to embrace movement and prioritise their physical and mental well-being. In essence, it’s about looking good and feeling good from the inside out. A philosophy that resonates with my personal experiences and beliefs.
My daily routine consists of…
DI: A typical day for me begins with a workout, whether it’s at the strength training at gym or a morning run, setting a positive tone for the day ahead. Practicing gratitude with a cup of coffee is a daily ritual that helps keep me grounded. I prioritise always staying active and maintaining a healthy diet, ensuring my body receives the nourishment it needs. Despite the long hours I dedicate to work, it’s my passion that truly fuels me.
In the midst of my busy schedule, I try to find moments to spend quality time with my cat, family and friends. I try my best to find a good balance, but work is always a priority.
My role as Founder & CEO entails…
DI: As Founder & CEO, my role with ACTIVEIST involves a very hands-on approach. From setting the overall vision and strategy to diving into the nitty-gritty details. Essentially, I lead the charge in shaping the brand’s identity and vision. This includes overseeing day-to-day operations, guiding the creative direction, and ensuring that every aspect of ACTIVEIST aligns with our core values. Beyond the business realm, I play a crucial role in fostering the inclusive community we’ve built. Connecting with our audience is important to us, through driving the brand’s commitment to positive change. I still find joy in personally packing orders, curating beautiful collections, conducting fittings, and engaging directly with our valued customers. This hands-on approach allows me to stay intimately connected to the heartbeat of ACTIVEIST. It allows me to ensure every detail reflects our commitment to quality, style, and customer satisfaction. My business is my baby
The biggest hurdle I have experienced in my career…
DI: Taking the leap to launch during COVID-19 was undoubtedly one of the biggest challenges I’ve faced in my career. From suppliers shutting down to the inability to make on-site visits – it felt like every step forward was met with a hurdle. Yet, in the face of these obstacles, giving up was never an option. Throughout this whole journey, with its ups and downs and personal sacrifices, I refused to lose sight of my dream and vision of the business.
The biggest milestone I have achieved is…
DI: The most significant milestone I’ve achieved is launching my business in the most sustainable way possible… despite everyone telling me I couldn’t do it.
A quote I live by is…
DI: Don’t enter the ocean with a spoon.
What I hope for 2023 is…
DI: My vision for ACTIVEIST is to serve as a catalyst for positive change within the fashion industry and beyond. I aim to inspire individuals to not only wear our clothes but also embrace movement as a powerful force for positive transformation. My aspiration is to empower people especially women, instilling confidence in their bodies and creating a sense of wellbeing. Our brand story extends beyond creating beautiful garments. It is about building a global community of like-minded individuals who share a dream of a cleaner, more inclusive world and I hope that many people will join us on this journey!
